Study: AM/FM Radio Key to Reaching Dodge Drivers

RADIO ONLINE | Thursday, July 16, 2026 | 3:32pm CT

Cumulus Media | Westwood One

Cumulus Media | Westwood One's Audio Active Group says AM/FM radio remains the dominant advertising platform for reaching both current Dodge owners and prospective buyers, according to a new analysis of Edison Research's latest "Share of Ear" data.

In a new blog post, Pierre Bouvard examines listening habits among Dodge drivers, noting the brand's purchase retention rate typically ranges from 24% to 28%. Because only about one in four Dodge owners buys another Dodge, the analysis argues that marketers must target both existing customers and drivers of competing brands.

The study found Dodge drivers spend 90% of their in-car ad-supported audio listening time with AM/FM radio, making it the dominant audio medium for reaching consumers during commutes and other driving occasions. Across all listening locations -- including home, work and the car -- AM/FM radio accounts for a 66% share of ad-supported audio among Dodge drivers.

The report also found podcasts hold a 21% share of ad-supported listening among Dodge drivers across all locations, followed by ad-supported Spotify at 6%, Pandora at 4% and SiriusXM at 2%.

For advertisers looking to attract buyers from competing automotive brands, the analysis says AM/FM radio captures 83% of all in-car ad-supported audio listening among drivers overall, making it the leading medium for reaching consumers while they are behind the wheel.

The blog also cites MRI-Simmons Winter 2026 data showing heavy AM/FM radio listeners rank among the consumers most likely to be in the market for a new vehicle. AM/FM radio leads all measured media in purchase intent for trucks, SUVs and hybrid/electric vehicles, while also ranking highly for used vehicles, sedans and minivans.

Read the full blog post here.